Branded Entertainment Disney Style

San Antonio based Tomato company NatureSweet, has joined up with Disney for Spring campaign, according to Brandweek.

The deal is to promote ’sweet’ tomatoes called ‘Cherubs’ as a healthy snack for kids.  It appears to be a combination of a media buy on Radio Disney, coupled with a cross-promotion on Cherubs packaging.

According to Brandweek, Consumers who purchase Cherubs will receive a code to download songs from the Disneymania 6 CD at www.cherubsradiodisney.com, in advance of the CD release on May 20. The code will be included on Cherubs’ packaging.



This move by Disney is a sign that they are not only looking for strategic partners, but also that small players can get into the game.  Although NatureSweet is the leading grower of tomatoes in North America, they only spent about $2 million in media – a sign to smaller brands to keep thinking big.